服务接触中顾客刻板印象的形成与支持：内隐人格理论视角

文章以服务接触中的员工行为为刺激，探讨了顾客所持有的内隐人格理论（实体论／渐变论）在其对服务组织刻板印象的形成与支持中所扮演的角色。通过对254个样本采用2×2被试间实验设计的方式，结合方差分析等方法进行了假设检验。研究结果发现：实体论者较渐变论者更容易在服务接触中通过观察员工行为形成对服务组织的刻板印象，而且实体论者认为这些零散的员工行为足以作为依据对组织做出判断；此外，这种刻板印象一旦形成，无论后续的服务表现如何，矣体论者对服务组织的看法都很难改变。研究结论为服务企业特别是新成立的服务企业提供了一个新的质量管理和顾客行为分析视角。

The Formation and Endorsement of Customer＇ s Stereotypes in Service Contacts： From the Perspective of Implicit Personality Theory

The paper explores enstomers,holding implicit personality theory （entity/gradient theory）,play roles in the forma-tion and endorsement of stereotypes on the basis of the employees＇ bebavior in service contacts.The 254 samples are test-ed by using 2×2 between experimental design approach,and the hypotyesis test is conducted by combining with the meth-od of variance analysis.The results show that entity theorists are easier than gradient theorists to form stereotype of service organizations by observing the behavior of the saff in service contacts.Furthermore,no maller what kind of behaviors hercaf-ter,the judgments of entity theorists are hard to change if the stereotype is formed.These results provide a new analysis per-speetive of serviee quality and consumer behavior for service industries,especially beneficial to those newly established in-dustries.